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3. Publishing proposal contents The Company- Corporate Profile Publishing Proposal – Mediterranean catalogue & 2010 Destinational brochures Communication Task Objectives Creative Solution & Distribution Editorial Content Proposal Financial Contact May 19 th, 2009 The Company

4. Publishing proposal contents The Company - Corporate Profile Publishing Proposal – Mediterranean catalogue & 2010 Destinational brochures Communication Task Objectives Creative Solution & Distribution Editorial Content Proposal Financial Contact May 19 th, 2009 The Company

5. Established in 1999, The Company is an international business-to-business and business-to-consumer professional magazine publisher with a head office in Dubai Media City, Dubai, United Arab Emirates. With more than 110 professional publishing employees in Dubai alone, The Company excels in the Business Publishing arena yet also publishes an array of customer-focused products spanning all major magazine publishing genre. In addition, The Company enjoys an exemplary international production, advertising sales and distribution network, through branch offices and media partners worldwide. Global Network: The Company has established a global network enabling us to develop and build relationships in new markets. Dubai Head Office:Branch offices in: Offices 007 – 009, Building 9 Bangkok, Thailand Dubai Media City Doha, Qatar PO Box 37626, Dubai, UAE London, United Kingdom Tel: +971 4 390 2350 The Company CORPORATE PROFILE

6. Established in 1999, The Company is an international business-to-business and business-to-consumer professional magazine publisher with a head office in Dubai Media City, Dubai, United Arab Emirates. With more than 110 professional publishing employees in Dubai alone, The Company excels in the Business Publishing arena yet also publishes an array of customer-focused products spanning all major magazine publishing genre. In addition, The Company enjoys an exemplary international production, advertising sales and distribution network, through branch offices and media partners worldwide. Global Network: The Company has established a global network enabling us to develop and build relationships in new markets. Dubai Head Office:Branch offices in: Offices 007 – 009, Building 9 Bangkok, Thailand Dubai Media City Doha, Qatar PO Box 37626, Dubai, UAE London, United Kingdom Tel: +971 4 390 2350 The Company CORPORATE PROFILE

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10. COMMUNICATION TASK This proposal describes the creative and marketing proposition relating to a suit of catalogues, namely the Mediterranean environs and the broader sweep of destinations from around the world. The Company will create a communications and marketing platform to strategically and creatively target perspective and existing Etihad customers building an appetite and awareness of key destinations and partnering hotels. As a medium, this product will communicate Etihad services, professionalism and provide a unique insight in to key destinations, as well as showcasing the wide spectrum of locations on offer. This bespoke product will: deliver an Etihad Holidays compendium of destinational catalogues that will focus on travel and partner affiliates highlighting the calibre and standing and opportunities of Etihad Holidays, whilst simultaneously catering for, and reacting to, market demands within the evolving and dynamic hotel and travel sector; be positioned as Etihad Holidays consumer communications premier channel that will familiarize and inform Etihad Holidays current and future customers of its unique core values and philosophy in a non-corporate manner; to set a significantly high bench mark within the travel sector, augmenting the status of Etihad as a carrier and continuing its perception as an award winning entity - creating a holistic, all embracing experience of the brand; be created and designed to appeal to todays discerning leisure and business traveler, concurrently reflecting and promoting Etihad Holidays character and core values; highlight geographical, cultural and leisure opportunities across the full spectrum of key destinations, depicting these in a unique compelling and informative ways The Company

11. OBJECTIVES The suit of catalogues provides an accessible and informative point of reference for Etihad Holidays customers and prospects. These collaterals contribute the brands customer interface across the full portfolio; The Mediterranean catalogue and 2010 compendium brochures will; promote and showcase the variety of Etihad Holidays offer, thereby informing customers of the networks full extent and the considerable range of holiday opportunities on offer; be a communication tool to which Etihad Holidays can present its portfolio of products to its customers promote Etihad Holidays unique and strategic selling points; describe and highlight the affiliate partnerships with hotels and leisure groups, describing the properties amenities and services; create a source of reference that is an industry benchmark synonymous with quality, consistency and added value; facilitate the benefits accrued from a valuable and productive marketing platform from which to secure customer satisfaction; fulfill partnering obligations, whilst simultaneously building stronger market awareness; play a pivotal role in building customer loyalty, preventing attrition and position Etihad Holidays as the provider of choice; generate and increase sales both regionally and internationally; build alliances and increase market share; maintain and secure customer loyalty The Company

12. CREATIVE SOLUTION The Company shall conceptualize, design with support photography from image banks and freelance photographers, compile, research, edit, sub-edit, translate, layout, print, publish and deliver the catalogues to Etihad Holidays head office in Abu Dhabi. PRODUCT SPECIFICATION Mediterranean Catalogue2010 brochures (set of 4nos) Publication Size:270mmH x 210mmW:270mmH x 210mmW Pagination:64 + 4 (minimum):96 + 4 (minimum) Binding:perfect:perfect Cover:250gsm:250gsm Cover Finish:Matt lamination & Spot UV:Matt lamination & Spot UV Inside Pages:115gsm art matt:115gsm art matt Inside Finish:water based sealant varnish:water based sealant varnish Printing:5 colour:5 colour Frequency:Annual:Annual Language:English & Arabic:English & Arabic Print- run:TBC:TBC Distribution We propose that these catalogues be distributed to Etihad Holidays head office, sales centres, Etihad Airways ticketing centres, Etihad first and business class lounges, travel operators and Etihad Airways Gold members. The Company

56. EDITORIAL CONTENT Etihad Holidays are at the forefront of sector developments throughout the travel and leisure service industry globally. This proposed raft of publications primary purpose would be to provide Etihad Holidays with an informative and commercially productive understanding on the destinations and properties on offer. The portfolio of publications departments and columns will cover the entire landscape of the holidays on offer. They will therefore create an emotional colourful interaction stimulating product sales and repeat purchase. Editorial Structure The editorial structure will consistently follow a three point schema designed to build the readers knowledge and awaken strong commercial curiosity; 1.Destination Overview - this is an engaging, informative description of the region or country setting the context for the holiday experience; 2.City Life - Etihad Holidays have carefully selected cities featuring an abundant back drop of events, highlights and entertainment offerings. This profile of what to do, places to go and experiences to relish will also include the cities historical cultural profile; 3.Hotel Profiles - will showcase the architecture, setting and facilities across the spectrum of hotels on offer, highlighting there role as an exceptional hub for the holiday or business experience The Company

57. PROPOSAL The overall attainment will be to create a recognizable suit of collaterals sharing common design principals and editorial strategies. This will also serve to ensure that customers and prospects have a comprehensive insight and perception of Etihad Holidays across the full spectrum of holiday offerings. The Company will provide Etihad Airways catalogue and compendium of brochures with relevant, professional editorial content written by our highly experienced team of lifestyle travel editors and writers who are recognized experts in their fields, we shall also manage the picture selection to support the publications. The creative department will create and design a template that will compliment and support the editorial initiatives to reflect the directive of the publications The Company

58. FINANCIAL The Company will conceptualize, design, edit, write, translate, sub, select and art direct photography, publish, manage the print production and deliver to Etihad Holidays head office in Abu Dhabi the Mediterranean catalogue and the 2010 compendium of destination brochures covering the five continents of the world. Etihad Holidays are to defray all publishing and production costs outlined below: Product 1 - Mediterranean Catalogue PublishingUSD xx,xxx per issue (Includes conceptualizing, designing, layout – English and Arabic, art directing and selecting photography, compiling, sourcing, editing, translating and sub-editing) Print Production Quantity USD x,xxx x,xxx xx,xxx 1,000 run-on xxx The Company

59. FINANCIAL [ continued ] Product 2 - 2010 compendium of destination brochures [set of four] PublishingUSD xx,xxx [each] (Includes conceptualizing, designing, layout – English and Arabic, art directing and selecting photography, compiling, sourcing, editing, translating and sub-editing) Print Production Quantity USD x,xxx xx,xxx 1,000 run-on xxx Please note: Any amendments to the project specifications or variations to this estimate shall be charged additional. The Company

60. Contact John Doe The Company Office 007-009, Bldg 9 P.O. Box 37626 Dubai Media City Dubai, UAE Tel : +971 4 390 2350 Fax : +971 4 390 8350 Email : john@thecompany.aejohn@thecompany.ae The Company